creating an advantage through content marketing
TRANSCRIPT
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STELLENcontent strategy development
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compelling, engaging and useful content experiences can drive your online business
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• How do I generate new content ideas?• How do I enhance brand experience?• How do I move away from content silos?• How can I compete with the OTA’s?• When can I feel like it’s working?
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the value of a strategy is to repeatedly create compelling stories that work on multiple channels.
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CONTENT STRATEGY
UX STRATEGY
KEYWORD STRATEGY
AUDIENCE NEEDSTATES
CONTENT CALENDAR
THEMATIC MATRIX
SOCIAL MEDIA MARKETING
OBJECTIVES
INSIGHT
BRAND
COMMERCIAL
REPUTATION
SEARCH
BRAND VISION
KEYWORD RESEARCG
CONTENT PERONAS
SOCIAL MEDIA TOPIC
ANALYSIS
SOCIAL MEDIA CONTENT ANALYSIS
PUBLISH
CREATE
CURATE
GUIDELINES
PAGE OPTIMISATION
AGGREGATE
SYNDICATE
MEASURE
SOCIAL MEDIA MONITORING
OBJECTIVES
CONVERSION RATES
SEO TRACKING
MONTHLY REPORTING
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• WORKSHOPS• CUSTOMER PERSONAS• CUSTOMER INSIGHTS
3 Essential Techniques
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WORKSHOPS
• Prepare a lose agenda • Invite all stakeholers from sales to FoH• Don’t look for consensus• Ensure the most senior person in the room
speaks last
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CUSTOMER PERSONAS
• Ad-hoc personas, don’t prepare in advance• Run ‘a day in the life of’ sessions• Base on how they interact with content• What needs can you help them with
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CUSTOMER INSIGHTS
• Mix of SEO & Social Media insights• Look for long-tail keyword opps• Analyse topics of conversation • Analyse reviews and mentions for themes
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What strategy looks like
• PERSONA TEMPLATES• SEO INSIGHT• SOCIAL INSIGHT• THEMATIC MATRIX• DISTRIBUTION MODEL
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The Aspirationist• Fuel their romantic vision of
Dubai• Bring them closer to an
aspirational lifestyle• Curate the news and content
they’re sharing
The Situationist • Get under the skin of Dubai • Help them align Dubai with their
lifestyle – family/business/couples
• Give them simple guides to getting by
PERSONA TEMPLATES(SAMPLES)
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SEO INSIGHT(SAMPLES)
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Analysis of user content around Dubai between 1st January 2015 and 1st May 2015 revolves around three key categories:
• The majesty of the landscape
• Holiday groups – families/couples/business
• Aspirational escapism
SOCIAL INSIGHT(SAMPLES)
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These categories were reinforced by the most popular content across social platforms:
• strong engagement with UGC landscape and iconic landmarks
• Highest amount of shares and likes for celebrity Dubai news
• Strong performance for posts that define Dubai for families, couples and executives.
SOCIAL INSIGHT(SAMPLES)
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Personas Goals Content ThemesContent ThemesContent ThemesPersonas Goals
Experiences Make it right for you Guides and essentials
Aspirationist
increase brand
awareness
Spots for the perfect selfie blog post (+)
Fitting in with the Dubai fashionista’s post (+)
Bar & club maps
Aspirationist
increase brand
awareness Dubai celeb news feed Party like an A-lister Ultimate shopping
Situationist
drive ancillary revenue
Dubai for kids postRomantic hotspots map (+)
Neighbourhood-by-neighbourhood map
Appropriate clothesBuying the essentials
Situationist
drive ancillary revenue
Networking in Dubai
Top corporate hotels
Laws & etiquette top tips What to do if you get lost
Situationist
facilitate a lifelong memory
Networking in Dubai
Top corporate hotels
Laws & etiquette top tips What to do if you get lost
THEMATIC MATRIX(SAMPLES)
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Landing page content Organic links
social media content
Blog articles
Native advertising
Blogger outreach
Influencer marketing
Branded content
DISTRIBUTION MODEL
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Stop looking at content as a campaign that supports a marketing tactic or initiative, and instead start looking at all of your online
marketing as a function of content.
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STELLENcontent strategy development